Advertising is the art of convincing people to spend money they don’t have for things they don’t need Essay Example

Advertising is the art of convincing people to spend money they don’t have for things they don’t need Essay Commercial advertising is a phenomenon closely associated with capitalist consumer culture. The ubiquitous ad space that engulfs urban human habitation has no parallels in terms of its reach and influence. Advertising performs a key role in industrial economies and its infiltration into both print and online formats is unlikely to abate. With ad spends always on ascent it is not difficult to understand why advertising businesses expect maximum Return on Investment (ROI) on their ad spends. Advertisers’ intention is to make their products/services appear very attractive to a broad consumer base. Advertising is not inherently sinister, but its practical application as of today makes it ethically dubious. In other words, the concept of marketing commodities in a consumer market had long drawn the criticism of ethicists. The fundamentally weak moral imperative of capitalist culture makes this outcome inevitable. As a result, marketing strategies in industrial societies have attrac ted flak and condemnation from the judicious members of society – the United Kingdom being no exception. Benjamin Disraeli bemoaned more than a century back â€Å"There are three kinds of lies: lies, damn lies, and statistics.† (Edman, 2001, p.417) It would be apt to add advertising to this list, especially since the latter half of the twentieth century. In this view, â€Å"Advertising, like statistics, is recognized commonly as a medium where facts can be interpreted, twisted, and emphasized according to the advertiser’s needs. When business judgment and professional ethics fail to enforce reasonable standards, the courts may have to decide if advertisers have twisted the facts too far.† (Edman, 2001, p.417) There is a basic economic theory of consumer behaviour which says that consumers make rational choices – buying only products and services they want and shunning those that are unnecessary or overpriced. But a brief glance at the shelves of our department stores would reveal how fallacious this theory is. The fact of the matter is, to a large part, consumers are made to act irrationally, to buy products and services they don’t want and can’t afford. The boom in the credit card industry since the 1970s (across all advanced societies) is a testament to how people have accustomed themselves to living on debt. (Scott, 2004, p.187) We will write a custom essay sample on Advertising is the art of convincing people to spend money they don’t have for things they don’t need specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Advertising is the art of convincing people to spend money they don’t have for things they don’t need specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Advertising is the art of convincing people to spend money they don’t have for things they don’t need specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Advertisers claim that their ad campaigns are designed to ‘educate’ the target audience about the advantages and benefits of a particular product. There is also the implicit assumption that the product thus promoted is essential to living a comfortable life. But both of these claims are usually untrue. Far from informing the public, ad campaigns mislead or misinform them. And it stands to reason that basic necessities of life need no promotion. For example, people will continue to buy wheat flour and other staple food items despite total lack of advertisement for the same. In this scenario, the theory that most advertisements are designed to sell products that people don’t need becomes evident. As for the theory that they pay with money they don’t have, one only needs to look at the frequency of economic depression and recession over the last four centuries. At the same time that globalization and free flow of capital took off across the world, the boom in credit card usage happened concurrently. This resulted in a society that runs perennially on debt. The global economic meltdown of 2008 was due to the collapse of sub-prime housing loans that were promoted aggressively in the years leading up to the crisis. (Mujtaba, 2005, p.60) Beyond the twin sins perpetuated by advertising – selling people things they don’t need and making them pay with money they don’t have – there is a more sinister side to the concept. A case in point is the drug Vioxx, which attracted several consumer lawsuits after being pitched for sale by Olympic gold medallist figure-skater Dorothy Hamill. In this case, so many thousands of patients’ lives are endangered due to selective disclosure of all the side-effects and risk factors of the drug. When consumers are misled into believing that the claims made by an advertisement are correct, when in reality they are not, the situation constitutes a ‘harm’ directed toward consumers. People act upon their assumptions and beliefs; and hence a misled consumer â€Å"may be tempted to buy the advertised product. More consumers are likely to buy the advertised product as a result of the ad claim because they believe it to be true†. (Mujtaba, 2005, p.61) An area of concern regarding ethical marketing practices is the presently fashionable marketing technique that tries to attract target consumers in such a manner that they do not even realize they’re dealing with an advertisement. And quite rightly, this has attracted the ire of media watchdogs such as Commercial Alert. As marketing messages get embedded and ingrained into â€Å"new, apparently casual conversation and unbranded commercial websites, new legal and ethical questions about when marketing should be labelled as such are emerging fast† (Marks, 2005, p.31). This recent development poses a risk for gullible internet users, for whom the credibility of a claim made online is difficult to assess. In spite of a few regulatory efforts on part of the governing authorities, the situation remains tense. Recently advocacy group Commercial Alert â€Å"called on 305 book editors not to review what it said was an ad, not a young-adult novel†. (Marks, 2005) This episo de is the most recent of many marketing tactics that has brought forth disclosure questions – especially for global marketing brands such as PG – as it indicates an increasing willingness on part of marketers to try non-traditional and non-ethical tactics (Marks, 2005, p.31). This also makes it clear that the beyond catering to the basic needs of citizens, advertisements attempt to create a longing for fashionable consumption that borders on greed and luxury. Clearly, claiming a product or a service to be essential to life when it is not (sometimes it can even be harmful) is attempting to deceive gullible consumers. Researcher Aaker was the first to formulate the now-common view that advertisements can also mislead the consumer. According to him, deception is said to exist when â€Å"the output of the perceptual process (a) differs from the reality of the situation and (b) affects the buying behaviour to the detriment of the consumer†. (Nagar, 2009, p.106) Many companies interweave social issues with their advertisement campaigns to show they care about issues and causes dear to the general public, from illnesses such as AIDS to the environment to funding educational institutions. No one expects brands to go un-noticed in these campaigns, but too much â€Å"brand bull-horning† has left the public with sentiments of suspicion and disillusionment. They have come to the conclusion that it’s more about selling the product than about working for the cause. This is a blatant violation of public trust. It is also a cheap way of gaining publicity for their products. Such marketing strategies are despicable and need to be curbed by the authorities concerned.

Aesop Fables essays

Aesop Fable's essays Aesop, the fable teller, that is a title we hear often . He presents fables for children with a moral behind it. Still to this day no one really knows his true life story , but we know of his fables. How do we know that they are his fables? maybe we give this person credit for something he has not done. Fables back then were heard in oral tradition, his fables could have been told in many different ways, it will never be certain what is Aesops work and what is not. There are few facts that can be relied on with any degree of certainty, in reference to the birth, life and death of Aesop. But there is a form within fables and there are hidden messages and reasons for the fables. Even if there are fables that are not Aesops, he still gets credit for his pattern of work. Aesop is the creator of fables. There are three common and well known modes for giving instruction. Each of these modes are recognized through there own unique characteristics. The tale is summed up by simply either on imagination or factual evidence. This mode does not need to have any moral identifications within. Parables main job is to maintain a hidden meaning, the words themselves reveal what moral is trying to be shown through each line. To the reader, it may or may not be important to the readers reference. The fable is like no other, it in some ways different and in some ways agree in many cases. Its like a tale , there is a real narrative but short. Its like a parable by having a hidden message but it uses fictional characters more then the use of language. The fable itself follows a political truth, or moral standard. A true fable has its design of writing fall under the fictional characters, as in use of animals. Also by plants , trees , the sky , anything that breaths or fills up the world. Almost as if the reader had someone guiding them ,giving them advice, through every line. The lesson succeeds when the reader itself shows strong feelings...

Postmodern at The Truman Show Essay Example | Topics and Well Written Essays - 2250 words

Postmodern at The Truman Show - Essay Example A tool by which to analyse The Truman Show is irony. What this means essentially is that the levels of meaning intersect only through the audience, because the levels of meaning are all contained in one artistic work but can only be dissected by the audience, who connect with the artist through the work. It is irrelevant which medium the work is in for it to be ironic and in fact the term post-modern essentially means only that it comes in the period after the modern. The audience and the artist have become familiar to such a degree that levels of meaning can be understood by one another without explicit definition or formulation, with shifting definitions and formulations seeming to be more of a conversation. We must use irony so that the conversation can be analysed. Much of the conversation is mediated by Christof, the character who created the Truman Show, who directs from the Lunar Room. Christof may be seen as a form of alter ego for Truman, because whereas Truman believes that he is leading his own life, in reality he is being led by Christof. The Lunar Room is a command post through which all the characters in Truman's world - Seahaven Island - walk on their ironic way from an ever intruding, yet supervening, reality. "It's a life", says Christof, about Truman in the opening sequence in the Lunar Room, although we are not given to understand whether he is referring to himself or to Truman. He speaks with a self-reflexivity, using the collective pronoun "we", but we - as the audience - do not know for sure whether Christof regards himself as the "we", because Christof is an actor in a movie. Perhaps the contextualising of the film means that the real irony lays in the fact that Peter Weir is Christof and Christof is Weir. Such appropriation of identity never really leaves us throughout the movie. Each character in the movie has multiple characteristics. For example, Meryl who plays Truman's wife speaks rapturously: MERYL Well, I mean, there is no--there is no difference between a private life and a public life. My--my life is my life, is The Truman Show. The Truman Show is...a lifestyle. It's a noble life. It is...a truly blessed life. The post-modern characteristic is that Meryl's life is not her life at all, it is not The Truman Show; it is neither public, nor private. This aesthetic denies that it is aesthetic through repetition and irony - note the repetition of "there is no", "my - my", "The Truman Show". What Weir's script and the magnificent acting of Laura Linney - as Hannah Gill, as Meryl Burbank - has achieved is to erase the lines between fantasy and reality; however we need a point of contact with the movie. It becomes essential for us to identify with Truman Burbank. There is a very neutral aesthetic running throughout The Truman Show whose purpose is to draw as many of the audience as possible into the drama. Along with the controlled action, which many audience members will be able to identify with, Truman works in the seemingly ubiquitous corporate world: TRUMAN (to mirror cam) I'm not going to make it. You're going to have to go on without me. No way,

Assignment 5 Essay Example | Topics and Well Written Essays - 500 words

Assignment 5 - Essay Example In almost all cases, the modern teacher must learn a great deal of specialized technology to teach in an inclusive environment. One of the easiest areas to create solutions for students with disabilities is the no-tech solution to an impairment problem. The problem is often one of access. These solutions require a creative approach by the teacher without the intervention of large budgetary concerns or specialized learning. The simplicity of no-tech is that it is available to everyone, everywhere, and to all students (Roblyer, 2006, p.413). The only limits to no-tech solutions are the creativity of the teacher and the extent of the help needed. While no-tech solutions are readily available, they are only appropriate for students with limited impairment in isolated cases. Often times, no-tech solutions and access is not enough to meaningfully engage the student into the instruction. The low-technology solutions offer aids to students who require more than just access to the curriculum. They may have a learning disability that impairs their ability to read. It may be that the student has a visual impairment that requires specialized display equipment. The low-technology solutions may be a calculator, spelling dictionary, or magnification devices for sight. The IntelliKeys keyboard is an example of a low-tech solution that can be programmed to accommodate limited dexterity (Roblyer, 2006, p.412). These solutions are easily integrated into the classroom. Students with limited severity impairments can use low-tech solutions to solve a wide range of problems. As the classroom teacher confronts students with more severe and specialized disabilities, a high-tech solution is often required. High technology computer programs can assist students, but require a high degree of teacher knowledge and intervention. Voice recognition software such as Dragons Talk will require the teacher, or staff member, to attend a class or seminar

Group Dynamics Term Paper Example | Topics and Well Written Essays - 1750 words

Group Dynamics - Term Paper Example But there some who are more hostile and are aggressive about their defense. The best example for this is when Gerry acted superior to coach Boone before he got on the bus for football camp. It is well established that the team member is a subordinate to the coach but Gerry felt the need to protect his comfort zone as the team's star player. Coach Boone, as a reaction to the insult, embarrassed Gerry and reminded him of his place. He could have just given him a simple reminder but instead he asked him "who's your daddy" Of course this was effective, but the main point is that that particular phrase slang among blacks. This was also a reminder for Gerry that he is a subordinate of a black coach. There are multiple reasons for the prejudice against the African American coach and players. One of which would be the norm. This is what the whites were use to. For years, blacks are considered as second class individuals and this cannot be changed overnight. The whites have experienced the life where the blacks would bow down to them and would follow whatever they wanted them to do. To some degree they still think this way and it is irritating them that the black would no longer do as they are told. The next theory is that the blacks have a history of rebellion and violence. They have fought for freedom and by doing so have ignited the assumption of being brute. This too is recent history and is still fresh to the memories of whites. Both the theories for the cause of prejudice stated above have something in common; the memories and experiences of the people. It all hinges in the fact that recent history is very difficult to erase. c. How did the new head coach increase group cohesiveness on the team and reduce the level of conflict between the groups To increase group cohesiveness, the separation should first be dissolved. The new head coach did this by pairing up one black player with one white. They were forced to sit together in the bus and later became room mates in the camp. This was a success in terms of them having to do things together and somehow broke the tension between the racial groups. For some time this was a conducive situation for social interactions; they may be of different races but now they were talking. This was until they found out that they had conflicting interests. The coach found this absurd because they had very similar cultural backgrounds, different but similar. The next step that he did was to force them to make deeper social interactions. Having them talk to each other and discover the similarities that they have. This may seem an effective approach but they just found out that they had less and less commonalities. Finally, one morning to took them out for a run in the woods and showed them the place when the battle of Gettysburg. He told them the story of how many have died for the same battle that they are fighting that time. This was an eye opener for all of them. From then on the team members are more active about establishing good rapport between races. This change is clearly shown in the scene where Gerry and Julius had an argument about their team's tactics. This argument

Market Focus And Growth Strategy Of The Coca Cola Company Business Essay

Market Focus And Growth Strategy Of The Coca Cola Company Business Essay Part 1- Internal/External Fit Introduction Established in 1886, the Coca Cola Company operates in more than 200 countries markets more than 500 brands 3,300 beverage products. The Coca Cola Company explains its operations system this way. We are a global business that operates on a local scale in every community we do business The company believes its strengths lie in their ability to have a global reach at the same time have a local focus. The company has more than 300 bottling partners worldwide. The Coca Cola Company manufacturers sells concentrates, beverage bases syrups to bottling operations; owns the brands; is responsible for consumer brand marketing initiatives. The bottling partners manufacture, package, merchandise distribute the finished branded beverages to their customers vending partners, who then sell the Coca Cola products to consumers. Organizational Strategy Product/Market Focus Coca cola is a company that knows that their main priority is to reach their products to the customers. Coca cola focuses on improving the product itself either by design, taste, ingredients, size, convenience, and many other factors. Coca-Colas target market satisfies a wide variety of cultural consumers around the world. Moreover, their products target people who are health conscious and people who are on a diet. Their products do fit all age groups from the young to the old. There are Coca-Cola products for the athletes who train for a sport, such as Powerade (Coca-Cola Product). Also, this company has focused on people who need coffee in the morning before they go to work. Coca- Cola owns a joint venture with Illycaffe, Italy coffee brand which is primarily for the people who are coffee-lovers. The focus of this market, Coca Cola, is applicable to both male and females. Coca- Cola does engage in product diversification throughout the world. Coke a product is mainly directed to th e young children. Their advertisements are mostly directed to the young. Coke wants to target the young because they know their product will give youths power and energy. Brand extension strategy has played a key role on Coke. Coke introduces new products under their trademark Coca-Cola. Brand extension strategy is quite effective under the Coke trademark. There will be this recognition and realization from consumers, that they will be drinking a Coca Cola product. Brand extension strategy puts a new product into an existing market. Diet Coke is an example of brand extension strategy which became successful. For instance, Diet Coke has been recognized gradually by consumers worldwide, it has low calories and has been sold over 100 countries. It promotes liveliness and energy to consumers similar to Coke. Many consumers who do enjoy coke as a soft drink, there would be a higher probability for a consumer to try a can of diet-coke due to brand awareness. Rationale: Coca Cola Company wants to continue focusing their needs for consumers with regards to delivering innovative food products which includes energy drinks, vitamins, and antioxidant drinks. Furthermore, Coca Cola is focusing on creating a healthy and active lifestyle that is more adaptive to consumer behavior. Coca cola is working with their bottling partners to enhance customer relationships and make their products widely known and distributed everywhere. Growth Strategy/Goals Hard goals In terms of its growth strategy, which is their market position in the beverage industry, Coca Cola Company is concentrating in opening more opportunities in developing markets by leveraging the scale reach of the Coca Cola system to shape capture value. The company intends to accomplish it by sharpening their execution at the point of sale and expanding the brand portfolio. The company has projected that these developing markets are expected to contribute approximately 20 percent of incremental population growth over the next 10 years. Personal expenditure per capita in these markets is expected to increase by 65% over the next decade. Furthermore, Coca Cola company anticipates that developing markets will contribute approximately  ¼ of the incremental unit case volume by 2020. Rationale The coca cola companys long term growth strategy of investing in emerging markets, is related to the Coca Cola Company projections in these markets. The CCC attributes this to a positive correlation between wealth and the increase in consumption of Nonalcoholic ready-to-drink(NARTD) beverages. From now to 2020, more than 1 billion people will join the middle class, and the per capita wealth for individuals will increase by nearly 30 percent. They have the ability to invest in new plants in places like china India. Over the next 3 years Coca Cola company plans to invest $2 billion, 3 new plants are expected to be finished in that time period. The company clearly understands in order for intended strategy to be attained, consumer access and system alignment is key to their growth in these emerging markets. This means placing more coolers throughout these countries, in order to drive on-the-go consumption. Soft goals The Coca Cola company is also encouraging their partners in the value chain, to enhance their soft skills within these developing markets. The company is focused on growing annual consumption of beverage products. The company intends to work with its bottling partners to establish new customer relationships grow existing ones, from street vendors restaurants, to large-scale grocers. Rationale The reason why the CCC emphasizes the development of soft skills, the Coca Cola Company has a vast distribution network to contend with. To remain a leader in the beverage industry, communicating with its partners along the value chain is an important aspect of their continued success in the beverage industry. As I have said, Coca Cola Company has a huge distribution network and it is one of the best distribution network in the world, nobody in the beverage industry can match this tremendous asset. Another reason why the Coca Cola company is successful in its core activities, stems from its mission, vision values. This is the source where the CCC can attribute its success, its long-term strategy to become the most widely available consumed soft drink in the world. Perhaps the following statement which comes from the CCCs mission, vision values strategic outlook can be deemed a poignant assertion. The world is changing all around us, to continue to thrive as a business over the ne xt ten years, beyond, we must look ahead, understand the trends forces that will shape our business in the future move swiftly to prepare for whats to come. We must get ready for tomorrow, today. Mission This is Coca Colas mission statement To refresh the worldà ¢Ã¢â€š ¬Ã‚ ¦To inspire moments of optimism and happinessà ¢Ã¢â€š ¬Ã‚ ¦To create value and make a difference. Coca Cola company mission statement clearly defines the purpose for which and reason why they exist as an organization. The employees must be feel they are a part of an organization that knows where it is heading, in terms of the language it uses with their mission statement. to create value make a difference resonates with belonging to an organization, that wants to create a culture of empowerment and continuous improvement. Vision Coca Cola Companys vision statement is a guide to what the company needs to accomplish so it can achieve sustainable and quality growth. The CCC vision statement is based on what we will call the six Ps (people, portfolio, partners, planet, profit, productivity) People: Be a great place to work, where people are inspired to the best they can be Portfolio: Bring the world a portfolio of quality beverage brands that anticipate satisfy peoples desires needs. Partners: Nurture a winning network of customers suppliers, together we create mutual enduring value. Planet: Be a responsible citizen that makes a difference by helping build support sustainable communities. Profit: Maximize long-term to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean fast-moving organization. Culture of CCC This quote epitomizes their culture: Our Winning Culture: Our winning culture defines the attitudes and behaviours that will be required of us to make our 2020 vision a reality Such is the importance of the Mission Vision of the CCC, I believe it is important to include the culture of this company. Because the culture shapes the attitudes behaviours of the everyone that works for the organization. The Coca Cola Company is identified with having a strong culture The CCC has incorporated the culture with their 2020 Vision, which is a long-term strategy aimed to be a RoadMap for understanding the trends and forces that will shape their business of the future. The CCC says it is a preparation of whats to come designed to seize on opportunities once they have been identified. This roadmap is based on winning together with their bottling partners. Values of The CCC Live Our Values: Our values serve as a compass for our actions and describe how we behave in the world. Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, it is up to me Passion: Committed to heart mind Diversity: As inclusive as our brands Quality: What we do, we do well Values as we understand, act as a guide for our individual actions and group behaviour. They are the moral compass in our every day interactions with the internal external environment, customers, associates, public, family, friends, and institutions, Rationale The Coca Cola Companys mission, vision, culture, and values, defines and shapes the companys objectives into measurable expressions of what the organization intends to achieve. They include a mixture of hard and soft goals, the hierarchy or top management at Coca Cola Company understands they have to develop a blueprint that employees and the bottling partners can follow and identify with being successful in their business. One striking example comes from their vision statement one of the six Ps, which states, People: be a great place to work, where people are inspired to the best they can be Another vision statement says Partners: nurture a winning network of customers suppliers, together we create a mutual enduring value The CCCs vision, culture and values create an atmosphere of individual attainment and group accomplishment. Where the essence of individual talent is nurtured and encouraged, and group effort is identified as an important contributor to the goals of the CCC. Core activities The value of change plays an important part in the core activities of the Coca Cola Company because the company relies a lot in its suppliers, the bottles companies and the people selling the product. The suppliers are from people they get there ingredients like sugar, coffee, citrus around the world, the water they use in the process of making the beverage to the people in charge of the packaging.. Then come in role the Coca Cola system which is basically where first the company produces the beverages and then comes in play the bottling partners. They are independent bottling partners in charge manufacture, package and distribute the final product. Finally there is the selling the beverages process where the final products are taken to the warehouse for being distributed to retail outlets. The products are then distributed to the customers that are supermarket, convenience stores, restaurants, etc. And also to the vending machines and coolers that are place in strategic locations to reach all customers. And that way the product finally reach the consumers, around 1.6 billion time a day are the products consume Coca Cola Company depends a lot in other part to take the products to the consumers. They treat them with respect and importance and make them realize the importance of their work to the coca cola system. They have been using this system for years and so far had work perfectly. They are focus in the need of the consumers, the customers and the franchise partners; they think in terms of globalization, they are always aware of change. They also use an aggressive marketing strategy. Almost everywhere and in the most important events you can see a Coca Cola logo, they have billboards, commercials, products that will be associated with Coca Cola. Rationale The core activities are an important play for the company because if what makes them different from the rest of the company. They depends a lot in the suppliers the bottling companies and the customers. They play in an important role in making the product as the suppliers give them the prime materials. Then there are the bottling companies that are play an equal significant part, they are the package where the product is deliver and if you can see the bottle of the products of the company are immediately associated with the company. For example Coca Cola has a unique bottle design that everyone in the world with associate or recognized. Value Proposition Coca -Cola Company is an organization which provides value for their consumers and customers. Customers are their energy source for this organization. Creating the value starts with their coca cola products. Hence, this can greatly be achieved by greater variety of brands, pricing, packaging, and affordability. In addition, Coca-Cola products do focus on the customer lifestyle in terms of satisfaction. For example, if a person were to be on a diet, well there is diet coke. Hence, Coca Cola does engage in the customer needs in terms of the product. Coca- Cola has over nearly 400 brands (including water, juice, teas, coffees, energy drinks, and especially sodas) and wants to engage consumers to try something refreshing and new. It really comes down to choices for consumer in terms of coca cola products. Coca-cola brands include Fruitopia, Fanta, Sprite, Dasani, Nestea, Powerade, and many more brands. One of Coca-Colas slogans was Open Happiness. This slogan was represented to the consu mers and was meant to letting the consumers enjoy their products. Coca Cola is able to meet todays non-alcoholic beverage needs of consumers. Coca Colas current value proposition is The Coke Side of Life which represents happiness when you open up a can of coke or any other Coca-Cola product. The Coke Side of Life explains that it is an enjoyable, comfortable, and sociable environment when one actually consumes a Coca-Cola product. Rationale: Coca Cola Company continues to work on research/development and focus on making new products. For instance, a can of coke has a secret formula that will be difficult to imitate. Coca Cola products are significant because they make each product unique. Internal Fit/Factors Porter 5 Forces Analysis Threat of Entrants Coca-Cola does have a lot of competitors in the soft drink industry. The threat of entrants is low for the soft drink industry. There are very few entrants who can compete with Coke. In addition, a barrier to entry when entering the soft drink industry would be a high capital investment. If you dont have that high capital investment it would be hard to enter the industry. Coke nearly earns 48% of the soft drink industry and there are no competitors that are nowhere near coca colas distribution. Coca-Cola has over 500 brands of products which are potentially substitutes. To get the point, the buyer can switch from one product to another at no cost under the Coca Cola brand. Nowadays, consumers are really being health-conscious about their health. So they may not be interested in soft drinks but look at tea, juices, milk and even water. Certainly, Coke does have these products on hand. If Coca Cola decides to increase most of their product by a $0.50 increase, it would be very likely, consumers would buy Pepsi products. Coke can lose its profits margin and can have a major impact on the trademark itself if they increase prices. Price is a huge factor to take into consideration with regards to other entrants. The challenge for this organization today and the future is to focus private companies because they can imitate the products and put cheaper prices. Private companies currently earn 14.4% of the soft drink industry. Having strong barriers prevents from this rising situation to happen. One strong barrier to entrant that prevents from coming would be distribution channels. Coca cola has their products everywhere on their store shelves which make it accessible to consumers while new private companies will have a hard time selling their products to wholesalers, retailers, and distributors. Rationale: Entrants are slowly rising to the carbonated soft drink industry and as organization must find new barriers. Coca-Cola should continue to develop their brand loyalty worldwide and convince consumers to have reliability in their products. Barriers to entry One of the 5 forces that shape the soft drink industry is barriers to entry. The Coca Cola company says on its website it is facing strong competition from well-established global companies and many local participants. For this particular industry, the competitive forces are benign, (favourable). Most of the companies in the soft drink industry are profitable. The Coca Cola companys main competitors are Dr.Pepper, Nestle and Pepsico. These companies definitely have the advantage over there competitors. In porters 5 forces, Porter refers to supply-side economies of scale, where firms such as the CCC and Pepsico can produce at large volumes enjoy lower costs per unit because they can spread fixed costs over more units, employ more efficient technology, or command better terms from suppliers. According to Porters article, supply-side scale economies deter entry by forcing the aspiring entrant either to come in the industry on a large scale, which requires dislodging entrenched competito rs. How does a newcomer circumvent the barriers to soft drink industry? Perhaps create new distribution channels of their own. Creating a niche market for their drink in the form of marketing to a certain segment in the soft drink industry. Competitive Rivalry Competitive rivalry is between two main competitors the Coca Cola Company and Pepsico to satisfy the taste of consumers in this industry. Last month Beverage Digest reported that Pepsi-Colas market share fell 0.5 percentage point while Diet Coke slipped just 0.1 percentage point in the U.S. supermarkets, convenience stores and other retail outlets. The two companies have fought over the past decade to win market share from one another as overall sales dropped. This relates to Porters article on the 5 competitive forces that shape strategy. There is an intense rivalry between these two companies. According to porter high rivalry, limits the profitability of the industry. The Coca Cola Company and Pepsico are competing based on brand image. Power of the buyers One of the 5 forces of porter is buyers the power of the, for Coca Cola Company the power of the buyers is high. They play an important role in the Company process because they are part of the distribution process of the company. They play an important role in distributing the system so it can reach the consumers. They are part of the company and the process. They are part of the strategy used by the company. Power of the suppliers Another of the 5 forces of porter is the suppliers. As well they play an important role in the company process so they have a high power. They have a high power because they also play an important part of the process of the soft drinks. If they decided to boycott the company it will caused them serious damages. There will be a cost to switch suppliers because they will have to build a relationship since 0 and might lost incomes for doing that. External Fit(Diamond E. Model) Management Preferences The senior management team wants to increase the efficiency and effectiveness in the production and bottling sector. With regards to economies of scale, Coke continues to increase production at a low cost. As production of Coca Cola products increase, the cost of producing each unit falls. Moreover, the senior management continues to think about new products (in addition to their 500 products), develop beverages, make new programs and promotions, and meet the needs of customers. The senior management continues to strive for sustainability in their organization. Coca cola recently launched their plant bottle packaging, which basically means they have created their PET bottles from plant based materials. Hence, makes their product 100% recyclable. Muhtar Kent, chief operating officer continues his obligation with sustainability. In 10 years, he plans to reduce coca colas emission by a half. To continue improving performance, Coca-Cola continues to update their technology with regards to quality control. As well continue using better material for their products. In addition, this organization is starting to develop their products in rural areas of the world. The senior management team wants to let consumers know that they are the most trusted carbonated soft drink company and strive to achieve leadership in corporate sustainability. Rationale: The main preferences for Muhtar Kent, CEO, wants to develop and raise their brands, enhance revenue growth and increase productivity within their products. Resources The resources on the Coca Cola Company according to the Diamond E. Model are first the all the resources that the company have to keep on growing and innovating. From the shareholders to the investors, etc. The company has used many of these resources to create healthy products or bio friendly products. They are aware that many of their ingredients comes from the environment and the nature so they are trying to created a friendly environment where the environment is being look after. They have different programs that are meant to help the environments to maintain the natural resources of the land. This is very important because if one of the products they use is gone they wont be able to produce the product anymore. Organization What is the structure, leadership and unique features of the Coca Cola Company in relation to Fry/Killing Diamond E Model. It is what is referred to as the Coca Cola system, which comprises 300 bottling partners worldwide. The coca cola system operates through multiple local channels, the company manufactures and sells its concentrate, beverage bases and syrups to bottling operations, owns the brands and responsible for consumer brand marketing initiatives. The bottling partners manufacture, package, merchandise and distribute the final branded beverages to customers and vending partners, who then sell the products to consumers. It is no wonder the coca cola company has one of the best distribution systems in the world and the ability to penetrate in markets where no company can duplicate is attribute to the structure and leadership at the Coca Cola company. The other unique aspect is the relationship it has with its bottling partners, who in turn works closely with customers, like g rocery stores, restaurants, street vendors, convenience stores, movie theatres, and amusement parks to execute localized strategies developed in partnership with the company. Part2 The strategic job we chose for our organization was Brand manager and the requisite job we chose was a Truck Driver/Vending Machine Supplier. Requisite Job at Coca Cola: Truck Driver/Vending Machine Supplier The requisite job for the Coca Cola company we agreed to use was the truck driver/vending machine supplier. This type of worker requires high school education, has to be licensed to drive a truck, may involve some lifting and moving heavy case of soft drinks. It would be an asset to be in good physical condition. But it is not a requirement. The job incumbent must be personable, because you are dealing with customers and consumers of the company on a daily basis. It would be ideal to hire from within the company a group of truck driver/vending machine suppliers, but due to the supply of this type of worker. We will hire from outside the company. It is easy to hire from a pool of truck driver/vending machine stockers. Duties -Responsible for delivering product and filling vending machines at all points of availability. -Collects and is accountable for money -Check accuracy and stability of the load -Restock machine to proper level, maintaining accuracy in stock levels -Invoice and collection of monies -Securing company assets -Ensure the machines are clean and in good working order -Ensure compliance with regulatory and company policies and procedures -Settle all accounts daily -Ensure product codes and Health codes are adhere to -Report damage to machines -Load supplies in a vehicle, such as a truck -Establish and maintain good customer relations with business owners and operators Knowledge/Skills/Attributes/other attributes of a Truck Driver/Vending Machine Supplier Knowledge -knowledge of the English language -Able to provide customer service and interpersonal relationships on one on one basis. -able to provide and identify customer service needs in a group dynamic situation. -being able to evaluate quickly customer service needs and know how to meet those needs -knowledge of simple mathematics and statistics -knowledgeable of relevant equipment and company safety policies and procedures. -able to understand and read provincial regulations, regarding the safe operation of a vehicle Skills -active listening -speaking -Critical thinking -Coordination -Service orientation -Judgement and Decision-making -Writing Abilities -Oral comprehension -Good Vision -Ability for good oral expression -Speech clarity -Written Comprehension -Control Precision -Depth Perception Other Attributes -Ability to perform and work directly with the Public -Able to deal with external customers -Able to have Face-to-Face discussions -Able to work with a group or team -Is able to work outdoors, exposure to all types of weather -Able to handle the daily contact with the same people in a professional and polite manner Labour Market for a Coca Cola Truck Driver/Vending Machine Supplier Based on the duties and KSAOs of this type of work at the Coca Cola company. We are not just looking to hire any driver. They need to have the experience in dealing with customers and the public. They must be committed to working for the company, because we are going to be testing the potential hirees. The testing will be based on questions about our companys occupational health procedures and equipment operation. The potential hirees will be tested on English language proficiency and Mathematics problem-solving etc They will also be quizzed on customer service skills. What type of interpersonal skills do they possess? This type of job consists of daily contact with customers and business owners. We will give provide further training for those drivers/vending suppliers at the companys expense. Based on these requirements for the job, we will need to find certain individuals that possess a high school diploma, with a clean driving record. The company is confident that we will find the se talented people to come and work for the Coca Cola company. The CCC will provide the additional training to enhance skills such English, written and oral comprehension. The training will also involve a simulation of driving a Coca cola delivery truck. How to handle tight corners for example, or driving on the highway, avoiding dangerous maneuvers, while changing lanes. We at Coca Cola believe we can, attract and retain this type of driver. They will go through Coca Cola University, and once they complete their goals with a certificate. They will have the ability to work anywhere in Canada and the U.S. The company believes by showing that commitment and belief to our people in this case, our truck driver/vending suppliers, we have created a our own market. Benefits The benefits are: -Training: at the Coca cola university for only selected hirees. -Health, Dental, Vision Plan -an employee who requires work-life balance, can ask for it. This might involve parental leave or personal leave program. It is our belief at our company that we have invested time and training for our employees, in order to retain and attract future employees this is one benefit at the coca cola company will a mainstay. We also have wellness programs, so our employees have the option of going into a fitness program at the no cost to them. We have financial planning benefits that our Truck driver/vending suppliers can take advantage of, so they can plan for the a secure future for their families. Compensation We would start the new hirees at $13 hourly rate,work, after one year to $15/hr- enventually topping at $30/hr. The performance pay would be based on individual performance. We are designing the merit bonuses into the compensation package. One form of a bonus incentive could be showing up for work consistently. Or we could gear it to production like serving a number of vending machines or a certain number of clients. The other options are, since this type of work involves excellent customer service skills, we could start to give bonuses to employees who score high on customer service. Another type of bonus, could be about minimizing errors by truck delivery personnel on the most efficient routes for delivering products of Coca cola. We would also encourage the participation of employees on what type of bonuses they like to attain. Research has shown that employees who work to challenging but attainable goals, especially when they had a role in formulating these goals-outperform those without specific work goals Recruitment It is our belief that the best form of recruiting for future truck delivery drivers is externally. Although we will encourage the input of our present employees about their ideas on who would be an ideal candidate, people they know. We trust our employees input, this method of HR forecasting may not be sophisticated but it assures the involvement of our employees for this type of work. It also ensures the employees, that the company has invested this much training and time for their personal development, they become part of decision-making. External recruit reduces our HR costs somewhat, but the investment we make in the training we provide is offset by performance bonuses and compensation packages. The company becomes profitable because of our incentives and the commitment by our truck driver/vending suppliers. PAQ Based on the type of work is involved in becoming a Truck driver/vending specialist, we believe the PAQ method for analyzing specific techniques of this job will be sufficient. It is a structured job analysis checklist of items or job elements used to rate a job. The PAQ method will complement the expected performance standards set in areas, such

Essay --

Introduction We are experiencing unprecedented rates of biodiversity loss. 60% of the ecosystem services (such as freshwater, fisheries, pollination and climate regulation) which biodiversity underpins are either degraded or in decline. Predictions are that this trend will worsen. It is clear that it has severe economic implications, not only for society but also for business as most industries depend on ecosystem services to function. The pharmaceutical sector is both dependent on and impacts on biodiversity and ecosystem services or BES. Approximately 25% to 50% of the pharmaceutical market is derived from active ingredients from nature. The sector’s dependence on the BES stems from the use of active ingredients from nature in drug discovery and manufacture, the use of water and a reliance on inert raw materials such as fish oils, soya and palm oil in drug manufacturer. Impacts include water pollution from drug manufacturing and use, overexploitation of active ingredients from nature that can’t readily be synthesized and use of inert ingredients linked with environmental degradation. For the pharmaceutical sector, this may pose reputational, operational, regulatory and market risks as well as new opportunities linked to new drug discovery. Pharmaceutical industry investors may also face reputational and financial risks if the companies in which they invest do not adequately manage their own BES risks. All companies reviewed have started to consider the business implications of declining BES. However, none are managing the BES in a comprehensive manner. The focus of corporate activity has been on understanding site-level impacts on biodiversity such as risks associated with potential impacts on protected areas or water consump... ...e to determine company risk exposure in relation to BES. Lack of information on how companies are managing their risks and opportunities leads to decreased investor confidence. Companies should be encouraged to disclose more information on volume, nature and provenance of raw materials sourced, the outcomes of products and issue risk assessments and the activities underway to address them, if that assessment shows them to be material. References †¢ http://www.deadiversion.usdoj.gov/drug_disposal/index.html †¢ file:///C:/Users/De/Desktop/Media_release_-_pharmaceutical_companies_face_biodiversity_risk.pdf †¢ http://www.naturalvalueinitiative.org/content/010/102.php †¢ http://www.cefic.org/Documents/IndustrySupport/RC%20tools%20for%20SMEs/Document%20Tool%20Box/Biodiversity-and-Ecosystem-services_What-are-they-all-about.pdf †¢ Biodiversity and Human Health By Jensa Bell